Few surprises in Super Bowl ads

This undated screenshot provided by Mercedes Benz shows the Super Bowl advertisement for the company. The majority of the 30-plus Super Bowl advertisers have been releasing their ads in the days leading up to the game, advertising fans already can catch a glimpse of “Spider-Man” actor Willem Dafoe in a Mercedes-Benz ad. (AP Photo/Mercedes Benz)
— AP

This undated screenshot provided by Mercedes Benz shows the Super Bowl advertisement for the company. The majority of the 30-plus Super Bowl advertisers have been releasing their ads in the days leading up to the game, advertising fans already can catch a glimpse of “Spider-Man” actor Willem Dafoe in a Mercedes-Benz ad. (AP Photo/Mercedes Benz)
/ AP

"We feel that the magic of the ad would be lost if we revealed it before its slot in the game," said Chris Lillich, the company's associate marketing director.

There might also be some surprises from advertisers that have already released ads. Experts say some companies may tinker with their plans.

Something to watch for, Lippert said: Whether Volkswagen changes its Game Day spot that features a Minnesotan man with a Jamaican accent, which faced some criticism in the days leading up to the Super Bowl from some people who deemed it culturally insensitive.

"There might be some surprises and last-minute changes," Lippert said.